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Old 05-02-2006, 04:48   #1 (permalink)
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US:Ford turns to Mazda designer for edgy feel

Ford turns to Mazda designer for edgy feel

After lackluster efforts in packaging models like the Five Hundred, firm seeks 'Zoom-Zoom.'

Bryce G. Hoffman / The Detroit News

Ford Motor Co. is shaking up its North American design studio, hoping to add a little "Zoom-Zoom" spirit with the appointment of Mazda Motor Corp.'s design chief to the post of design director for domestic cars.

Mazda's Moray Callum will replace Patrick Schiavone, who is moving on to become design director for Ford trucks sold in North America.

Both moves are effective immediately.

Ford hopes Callum will bring Mazda's trademark design edginess to Dearborn.

Ford owns controlling interest in Mazda, and has brought the Japanese car maker back from the brink of bankruptcy on the strength of its in-your-face designs and sporty performance. But many of Ford's own car designs -- most notably the Ford Five Hundred sedan -- have suffered from lackluster packaging. The company has had some hits, like the Ford Mustang and Fusion, but it needs more.

"We've got a lot of work to do build on the success of Fusion and F-series," Ford spokesman Jim Cain said. "Bold is the operative phrase."

Both Callum and Schiavone will report to Peter Horbury, who heads Ford's North American design efforts.

"Moray, the man who defined 'Zoom-Zoom' design for the full Mazda lineup, will bring new energy to our Ford, Lincoln and Mercury cars," Horbury said in a statement. "Pat, whose name is synonymous with 'Built Ford Tough' F-150 designs, is going to further push the needle on our pickups and strengthen SUVs and crossovers."

Callum will be replaced at Mazda by Laurens van den Acker, formerly a chief designer with Ford's strategic design group in Dearborn.
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